Walk Through The Process of Helping Others in the Industry
What if a new optician or buyer doesn’t like my brand? To address the elephant in the room; sometimes people just don’t love our product. We are used to rejection in the initial phase of a presentation, but to be turned away all of a sudden can be disappointing. In order to navigate this challenge in the most appropriate manner, is to be the key to what they are missing or what they are looking for elsewhere.
For example: “I know the core line is mainly petite’s and we just need bigger, chunkier styles.” You can always offer up ways the core line still fits in their office, they’ve sold plenty in the past they will sell again just in due time; we know this— how do we translate it to them?
Create a way for each order to be a perfect fit for that practice. Really hone in on what they need always versus what they need right now. Some verbiage to think about: “Your patient base still has a need for these sizes, styles, and colors.” Push the great parts of the product. The size is the issue right now — but, does the practice keep any of a certain color that only your brand has plenty of? Keeping in mind that trends change, explain to the new buyer that your inventory is evergreen also. After all, there is nothing better than a “classic” style – every brand has them and those are your best sellers for a reason. So much of what we do is reliant on how we communicate it to the optician or buyer. Find their WHY for them.
Communication/scheduling is difficult with the new optician because they are busy learning the new office themselves , the last thing they are focused on is meeting with me; how do I get in a good call cycle?
A fair approach to this is to be available for their schedule as much as possible in the beginning. Calling ahead to create a voice recognition is always a great entryway. Offer a time where you can come in just for a moment to exchange information and accommodate the new optician or buyer’s day to day operations. They may have a file system with all company/rep information, but the new buyer isn’t thinking of utilizing it until they have to – that’s where you come in and introduce yourself to them specifically without expecting an order. At this time, you can put your schedules together and brainstorm a time for you to come and show them the complete line, you will be surprised at how this may completely change your presence on their boards. Often times they will fall in love with much more than they currently keep. This allows for solid sales going forward. Get them excited about their new position, their new relationship with you, and most of all : their relationship with the brand. Continue to educate them on ways to present it to their patients. THIS is so important. Once this is in full swing, the scheduling will become easy for the both of you.
The best part of being a rep, in my opinion is developing solid continual relationships with your practices. From front administration to the doctor, and everyone in between. During some of our busiest months we often find that buyers are spread between locations in multi-practice situations. We have to ask ourselves how this fits in to our schedule.
When Meeting with a new buyer it is our turn to present the brand just as we would if it were a new account. Consider this a great opportunity to allow the current buyer/optician to fall in love with who we are and what we do to make for a smooth transition. Remembering the hard part is getting into the practice, once your product is already sitting proudly on those boards, they need to know you and you need to know them. When doctors leave practices , know that you have to put your business in full gear to optimize brand exposure and time well spent with that office.
A doctor in one of my practices retired, and now the office is just too busy to meet with me, but they need inventory and they have expressed this to me. They prefer to order online but it is taking a long time to put together an order, how do I fix this for them?
The answer is pretty simple: go above and beyond to make ordering the easiest it can possibly be. A good rule of thumb, when you’re visiting accounts is to pay close attention to what they order versus what they have sold and put together wishlists after each appointment in your own records when flipping frames if you ever hear “I like two of these colors in the same frame, but I’ll go with this one for now.” This is an opportunity to make mental notes of their ordering style – allowing you to specify their orders for them when they have no time to do it themselves. Be detailed in communication while making it clear they are in charge! For example: “I put together a small list of frames you chose last time but we went with a different color variants, should we add these in this time?” Super productive way to grow an order and allow them to trust that you are paying attention to them. When working with a new Optician they need to feel comforted that you are invested in them, and they will continue to invest in you.
Integrating change can pose a number of challenges, these are scenarios I have found helpful to share and I hope you will too. Always remember to be considerate of what an office does each and every day to help patients see clearly, and walk away with a perfect frame for their face shape, personal style, and prescription. We must appreciate their hard work and efforts and in turn, everyone gains.
Article written by Rachael Mimbs
